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McDonald's Denies the Diner

The Golden Arches pulls the plug on its diner-concept experiment.

Apparently McDonald's(NYSE:MCD) has chosen to cease and desist an interesting trial program of a "diner-style" restaurant concept.

In an effort to see whether patrons would be thrilled by a change in ambience, the company designed test eateries in Indiana and Kentucky with a more diverse menu portfolio, including turkey club sandwiches and mashed potatoes, among other culinary delights.

Table service was also included, so you could feel like you were getting a more casual dining experience. Instead of the smell-the-exhaust-of-the-car-in-front-of-you-at-the-drive-thru experience, you could place your order via phones at the tables.

McDonald's should be applauded for trying to find that one idea that will grab stomachs growling for quick fatty-grub away from the competitive likes of Wendy's(NYSE:WEN) and Yum! Brands'(NYSE:YUM) KFC. This attempt at altering the basic template of Mickey Dee's somewhat reminded me of Phil Wohl's comments about Sonic(NASDAQ:SONC) and its American Graffiti approach as a differentiating model. It seemed to me that McDonald's wanted to attempt a slight de-evolution of the Golden-Arches concept we know today, which is highly utilitarian -- arrive and acquire your cheeseburgers and salads as fast as you can so you can get on with your day.

But Burger King's goofy foray into table service many years ago was what immediately came to my mind when I heard about this latest attempt. It just doesn't work. People go to McDonald's in that aforementioned utilitarian mode. Above everything else, the patron wants the transaction process to be smooth and swift. When the emphasis is not on fast, they will go to an Applebee's(NASDAQ:APPB) to get some ribs or to Darden Restaurants'(NYSE:DRI)Red Lobster for some...well, lobster would be a good guess.

McDonald's is on a roll with the experiments, turning out all kinds of trials faster than Ron Popeil turns out pasta makers and pocket fishing reels and whatever else can be sold to insomniacs via his early-morning infomercials. Here are a few more interesting stories on the subject:

Not only can you get a Big Mac at McDonald's, but you can get a movie too.

Don't accuse Ronald of being an unhip clown; he knows the tunes you like.